Uber and the Australian Red Cross are collaborating for the seventh annual Uber x Red Cross Clothing Drive on 18 October 2025. This year's campaign is fronted by pop star and swimmer Cody Simpson and aims to encourage Australians to donate quality, pre-loved clothes.

Simpson's career, which spans multiple public "eras," serves as the creative theme for the initiative. A 60-second hero film features Simpson going through his fashion archives, promoting the idea of donating clothes for a second life.

Cody Simpson stated, "Like many people, I've explored different eras with my fashion throughout the years. Some of these outfits have been in music videos, while others were part of a very different kind of journey. The idea that someone else will now be able to wear them and give them a new life is what the Uber x Red Cross Clothing Drive is all about - letting go and giving back in the process."

The campaign also builds on last year's message to focus on quality donations, which resulted in over 80,000 kilograms of clothing collected. Research indicates that 231 million pieces of clothing are unused in Australian wardrobes, enough to fill approximately 139 swimming pools.

Nicole Bardsley, Head of Marketing at Uber ANZ, said, "The Uber x Red Cross Clothing Drive has now become an annual charity drive that Aussies look forward to taking part in. What began as a simple idea of using our technology to make donating easier, has now become a nationwide moment where people come together to give back in meaningful ways. This year, with Cody at the helm, we’re proud to see the campaign continue to evolve creatively while staying true to its purpose: turning quality clothes we no longer wear into impact for communities that need it most."

The campaign is led by Poem, with additional support from Hello Social, Essence MediaCom, and History Will Be Kind.

Uber's technology is being used to facilitate the donation process at scale. The campaign launches on 8 October 2025 and will be supported by a strategic amplification plan across paid, owned, and earned media.

Sally Luff, Uber’s Marketing Manager and Campaign Lead, added, "The annual Uber x Red Cross Clothing Drive has built a strong legacy, with Australians donating phenomenal volumes of clothing year after year. After last year’s quality-focused message struck a chord, we’re fully committed this year to elevate that narrative even more - it’s not just about donating more, it’s about donating better. Cody Simpson brings both relevance and authenticity, he embodies the variety of fashion eras many of us lived through. His authentic Australian voice brings credibility to the idea that your best-fit era might have passed, but your best-fit pieces don’t need to be lost. With Uber, we’re finding ways our technology can keep giving back at scale."

Kira Reed, Australian Red Cross Director of Marketing, Communication and Customer Experience, stated, "Quality donations are central to what we do, they mean more value for our customers when they visit our stores and in turn deliver vital funding for our humanitarian programs which support vulnerable communities right across Australia. This year’s Uber x Red Cross Clothing Drive isn’t about just clearing wardrobes, it’s about encouraging Australians to donate better, with quality items that deliver real impact. We’re incredibly grateful for the support of both Uber and Cody Simpson, and want to thank Australians in advance for entering their own ‘donation era’, and helping us fund critical humanitarian programmes across the country."

Tom Manning, Creative Director at Poem Group, commented, "We all hang onto clothes from our previous fashion eras for way too long. This year’s campaign nudged Aussies to let go and donate to the Clothing Drive instead. Once we had Cody on board, an iconic Aussie whose career has spanned many distinct chapters, we knew we had to play on his many ‘eras’, encouraging Australians to enter their own donation era."